Customer-centric Growth by Lincoln Murphy

Revenue Roadblocks: How We’re Sabotaging Our Own Growth

It’s Time to Get Out of Our Customers’ Way

Ever tried to give someone your money, only to find yourself jumping through hoops to make it happen? Frustrating, isn’t it?

Now flip the script: What if your customers are experiencing that same frustration with your company? What if, despite their willingness—even eagerness—to invest more in your products or services, you’re unintentionally putting up barriers that make it difficult or unappealing for them to do so?

I’ve seen this scenario play out in countless companies, and it’s what I call revenue roadblocks.

These are self-imposed obstacles that hinder customers from buying more from you, buying more efficiently, or sometimes buying at all. They’re not just minor speed bumps; they’re significant barriers that can delay revenue, reduce customer satisfaction, and ultimately stunt your business growth.

Let’s dive into how these revenue roadblocks manifest, why they’re detrimental to both you and your customers, and what we can do to remove them.


The Hidden Barriers to More Revenue

Imagine you’re a customer who needs to add more seats or licenses to your account—perhaps your team is growing, or you need additional functionality. You log into your account, ready to make the purchase, only to discover that you can’t do it yourself. Instead, you’re prompted to contact the sales team.

Here’s where the roadblock appears.

Why is this a problem?

This isn’t just hypothetical. I’ve witnessed it firsthand numerous times. Customers will go to great lengths to avoid unnecessary interactions, even if it means compromising their own efficiency and your revenue.

The Cost of Revenue Roadblocks

These barriers don’t just delay a single transaction; they have ripple effects that impact both your business and your customer relationships.

Delayed Revenue

Decreased Customer Satisfaction

Increased Churn Risk

Challenging the Assumptions

You might be thinking, “If customers need more licenses, they’ll just contact sales. That’s how it’s always been done.”

But let’s be honest—are we convincing ourselves of that because it’s convenient for us? The data and customer behaviors suggest otherwise. Customers prefer convenience and autonomy. Forcing them into unnecessary interactions is more about our comfort than their needs.

Removing the Roadblocks

So, what’s the solution? It’s straightforward: Make it easy for customers to give you more money when they want to.

Implement Self-Service Options

Empower Customer Success Teams

Streamline Logistics

The Benefits of Clearing the Path

By removing these revenue roadblocks, you create a win-win situation.

For Your Business

For Your Customers

It’s Time to Get Out of the Way

We need to shift our mindset from controlling the sales process to facilitating the buying process. Our role should be to make it as effortless as possible for customers to succeed with our products—and that includes making additional purchases simple and straightforward.

By acknowledging and eliminating these revenue roadblocks, we not only unlock immediate financial benefits but also build a foundation for long-term customer loyalty and advocacy.


Final Thoughts

Let’s stop putting unnecessary obstacles between our customers and the solutions they need. Evaluate your processes critically: Are there points where you’re forcing customers to jump through hoops? Are there outdated policies that serve your company’s convenience more than your customers’ success?

Remember, every roadblock you remove isn’t just a barrier lifted—it’s an opportunity gained. For your customers, for your revenue, and for your growth.

Let’s pave the way for smoother journeys and stronger partnerships. After all, when our customers thrive, so do we.

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